Friends: Everyone's here

Swedish anti-bullying organisation Friends has been working to combat bullying for nearly 30 years. But today, children’s safety is no longer a top priority. On the contrary, 6 in 10 Swedish children are exposed to bullying, violence, threats or harassment at school or online (Friends Report, 2025).
To drive real change, Friends is reinvigorating its brand to once again become a unifying force against bullying and for children’s safety - a shift from being an organisation people can support to a movement that they want to be a part of. Because the fight against bullying isn’t just about every child’s right to a safe childhood. It’s also about the kind of world we want to live in.
The aim of the campaign was to launch the new concept ”A friendlier world starts with you”. and build emotional support for Friends and the cause of every child’s right to grow up in safety.
The film is based on the "Name Song" – a traditional children's song typically sung in schools and preschools as a ceremony of inclusion. But instead of using names, we flipped the script to highlight the difference adults can make in children’s everyday lives.